“The future of agriculture may depend not only on what farmers grow, but also on how we add value to it.” The story of agriculture in Pakistan has largely been a story of production. Farmers grow wheat, rice, maize, potatoes, fruits, vegetables and pulses; these commodities are then transported through a network of traders, wholesalers and retailers before reaching consumers. But the global food economy is changing! the increasingly busy urban consumer is no longer asking only, “What agricultural products are available?” The question is becoming, “How quickly and conveniently can I turn these products into a meal?” This seemingly…
